Influencia de la Orientación al Cliente en la Lealtad a Restaurantes Independientes, Mediada por la Innovación en Mercadotecnia

Autores/as

DOI:

https://doi.org/10.19136/hitos.a28n80.4887

Palabras clave:

Orientación al cliente, Innovación en mercadotecnia, Lealtad, Restaurantes.

Resumen

OBJETIVO: Validar la relación entre la orientación al cliente y la lealtad hacia empresas restauranteras independientes, mediada por la innovación en mercadotecnia.

MATERIAL Y MÉTODO: Se desarrolló una investigación cuantitativa, explicativa y transversal, aplicando un muestreo no probabilístico por conveniencia. Se suministró un cuestionario a directivos y propietarios de restaurantes integrado con escalas ya validadas, alcanzando un total de 238 cuestionarios. El modelo propuesto fue validado mediante la técnica estadística de modelado de ecuaciones estructurales, por el método de mínimos cuadrados parciales, utilizando el software Smart PLS en su versión 3.

RESULTADOS: El modelo obtenido cumplió con los criterios de fiabilidad de los constructos y validez discriminante, observando un nivel de ajuste aceptable del modelo, con un nivel del coeficiente de determinación (R2) del orden de 0.48.

CONCLUSIONES. Los resultados muestran una relación positiva y significativa tanto entre el efecto directo de la orientación al cliente y la lealtad de los clientes de las empresas restauranteras, como entre el efecto indirecto entre estas variables, mediada por el constructo de innovación en mercadotecnia.

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Biografía del autor/a

  • Juan Gabriel Figueroa Velázquez, Universidad Autónoma del Estado de Hidalgo.

    Doctor en Planeación Estratégica y Dirección de Tecnología.

  • Iván Hernández Ortiz, Universidad Autónoma del Estado de Hidalgo.

    Doctor en Planeación Estratégica y Dirección de Tecnología.

  • Ruth Josefina Alcántara Hernández, Universidad Autónoma del Estado de Hidalgo.

    Doctoranda en Comunicación en la Universidad Iberoamericana.

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Publicado

2021-12-15

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Artículo Original

Cómo citar

Figueroa Velázquez, J. G., Hernández Ortiz, I., & Alcántara Hernández, R. J. (2021). Influencia de la Orientación al Cliente en la Lealtad a Restaurantes Independientes, Mediada por la Innovación en Mercadotecnia. Hitos De Ciencias Económico Administrativas, 28(80), 74-91. https://doi.org/10.19136/hitos.a28n80.4887